‘The magic lies in creating advertising that feels like entertainment’
The Challenge
The global campaign showcased the autumn/winter collection and unveiled the new tagline: "Uniform of the Free." This phrase encapsulates the uniqueness of jeans, harkening back to the denim's origins as a worker's uniform, a theme echoed throughout the collection. Targeting optimistic young adults aged 30-35, the campaign sought to resonate with those who appreciate individuality, creativity, and denim.
Video · Uniform of the free
The idea
We crafted an epic surge of sound and language, shaping a cinematic tale centered on the 'street kings and queens'—distinctive rule-breakers depicted through street culture's lens. Our soundtrack, an edited version of The Blaze's "Faces", was accompanied by an original spoken-word piece we penned to convey the right sound, soul and message. Music, sound, and words form the campaign's core, capturing the essence of the raw, free spirit.
‘Uniform of the Free captures the essence of G-Star RAW in a timeless way.’
